Why a small Dublin surf shop is sitting Black Friday out, and what we're doing instead.
If your inbox looks anything like ours right now, you'll know the feeling. Every email has the same two words in it: Black Friday.
Early Black Friday. Black Friday preview. Black Friday week, which somehow now lasts a month.
So over a coffee in the shop, we asked ourselves what we're actually going to do about it. This is the honest answer.
We love a bargain too
Let's get this out of the way first: nobody here is judging anyone for waiting for a good deal. We've all done it. A bargain feels good, and when money is tight, it matters.
But Black Friday has changed. What used to be one day of deals has turned into a month where a lot of people stop buying altogether, just in case something gets cheaper. And the only way to be heard in all that noise is to shout louder and cut deeper than everyone else.
Why we can't, and don't want to, join the race
We're a small, independent surf shop at Grand Canal Dock, and we've been on the water since 1991. We sell the same wetsuits, robes and boards you'll find in big retailers and on the brands' own websites, and those big players can afford to knock 40% off everything for a weekend. We can't, not without putting the shop at risk.
And truthfully, we don't want to. Our time and energy is better spent on the things we're actually good at:
- Getting you into the right wetsuit, in the right size, first time
- Answering your questions properly, in the shop or by email
- Making sure you're warm enough to actually enjoy the winter
That's hard to do well when you're racing to the bottom on price.
So this year, we're sitting Black Friday out
Instead, here's our promise:
Our prices won't drop on Black Friday. Our sale stock is already reduced, so there's no reason to wait. Whatever you buy from us now won't be cheaper here on Black Friday.
Buying well, without waiting for a sale
If you're thinking about new kit for the winter, here's what we'd tell you if you walked into the shop today:
- Buy when you need it. The best time for a winter wetsuit is before the water gets properly cold, not after you've had a few miserable sessions waiting for a deal.
- Fit matters more than price. A suit that's a bargain but flushes water or doesn't fit properly isn't a bargain at all. Check our Wetsuit Fitting Guide, or come in and we'll check the fit for you.
- Look at last season's models. Our sale stock is often a previous year's colour or model, with the same warmth and performance at a lower price.
- Look after what you've got. A good rinse and proper drying will add seasons to your wetsuit, which saves you more than any discount.
What you'll still get from us
- Honest advice, in the shop or by email
- Wetsuit fitting, so you get the right size first time
- Colin's weekend surf forecast, every weekend here on the blog
Now we'd love to hear from you
Do you hold out for Black Friday, or has it all got a bit much? Drop us a line at shop@surfdock.com or tell us on Instagram. We read every message.
Not every wave is worth catching.
See you on the water soon,
Colin & Nina
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